The Effects of product attributes of restaurant meal replacement on perceived value, attitude and behavioral intention

Objective:With recent increasing interest in restaurant meal replacement (RMR) products among the restaurant consumers, this study verified the impact relationship of perceived value, attitude, and behavioral intention towards RMR products. Methods:This study conducted a survey using an online questionnaire from February 1st to February 29, 2024, with a total of 361 samples. Then, this study conducted an empirical analysis using the SPSS 24.0 statistical program. Results:The results are as follow: First, among RMR product attributes, price, convenience, and brand were found to have a significant impact on economic value. Second, RMR product attributes were found to have a significant impact on perceived convenience. Third, perceived value had as ignificant impact on attitude. Fourth, attitude significantly affected the behavioral intention. Implications:Based on these results, this study suggested practical implications for boosting the sale of RMR products and enhancing the competitiveness of food service companies.